Perceived influence of opposition political campaign materials on voters

This article focuses on how political attitudes of voters are shaped and affected during election campaigns. The study is constructed on the third person effect paradigm that posits that negative messages will have a greater impact not on ‘me’ or ‘you’ but on ‘them’. Concurrently, perceived positive...

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Main Authors:	Syed Abdullah Idid, Syed Arabi, Souket, Rizwanah
Format:	Conference or Workshop Item
Language:	English
Published:	EDP Sciences 2017
Subjects:	P87 Communication. Mass media
Online Access:	http://irep.iium.edu.my/55627/ http://irep.iium.edu.my/55627/ http://irep.iium.edu.my/55627/ http://irep.iium.edu.my/55627/2/55627.pdf

id	iium-55627
recordtype	eprints
spelling	iium-556272017-04-05T02:29:51Z http://irep.iium.edu.my/55627/ Perceived influence of opposition political campaign materials on voters Syed Abdullah Idid, Syed Arabi Souket, Rizwanah P87 Communication. Mass media This article focuses on how political attitudes of voters are shaped and affected during election campaigns. The study is constructed on the third person effect paradigm that posits that negative messages will have a greater impact not on ‘me’ or ‘you’ but on ‘them’. Concurrently, perceived positive messages will have a greater influence on themselves compared to others, often referred to as the first-person effect or reverse third person effect (Duck, Terry & Hogg, 1995; Perloff 1999). The present study was undertaken to understand how political communication messages can have a positive effect on own party supporters while the same message can be perceived to be biased and partisan to opposing party supporters. The current study is grounded on the research done by Idid & Souket (2014) that investigated the effects of Malaysia’s largest political party, Barisan Nasional (BN) political communication literature on two Malaysian voter groups (BN voters and opposition voters), one of which regarded the message as partisan and the other as congenial. The present study attempts to investigate the effects of each of the opposition party political communication literature on two Malaysian voter groups (BN party supporters and the particular opposition party supporter). EDP Sciences 2017 Conference or Workshop Item PeerReviewed application/pdf en http://irep.iium.edu.my/55627/2/55627.pdf Syed Abdullah Idid, Syed Arabi and Souket, Rizwanah (2017) Perceived influence of opposition political campaign materials on voters. In: International Conference on Communication and Media 2016 (i-COME’16), 18th-20th November 2016, Kuala Lumpur, Malaysia. http://www.shs-conferences.org/articles/shsconf/pdf/2017/01/shsconf_icome2017_00038.pdf 10.1051/shsconf/20173300038
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	P87 Communication. Mass media
spellingShingle	P87 Communication. Mass media Syed Abdullah Idid, Syed Arabi Souket, Rizwanah Perceived influence of opposition political campaign materials on voters
description	This article focuses on how political attitudes of voters are shaped and affected during election campaigns. The study is constructed on the third person effect paradigm that posits that negative messages will have a greater impact not on ‘me’ or ‘you’ but on ‘them’. Concurrently, perceived positive messages will have a greater influence on themselves compared to others, often referred to as the first-person effect or reverse third person effect (Duck, Terry & Hogg, 1995; Perloff 1999). The present study was undertaken to understand how political communication messages can have a positive effect on own party supporters while the same message can be perceived to be biased and partisan to opposing party supporters. The current study is grounded on the research done by Idid & Souket (2014) that investigated the effects of Malaysia’s largest political party, Barisan Nasional (BN) political communication literature on two Malaysian voter groups (BN voters and opposition voters), one of which regarded the message as partisan and the other as congenial. The present study attempts to investigate the effects of each of the opposition party political communication literature on two Malaysian voter groups (BN party supporters and the particular opposition party supporter).
format	Conference or Workshop Item
author	Syed Abdullah Idid, Syed Arabi Souket, Rizwanah
author_facet	Syed Abdullah Idid, Syed Arabi Souket, Rizwanah
author_sort	Syed Abdullah Idid, Syed Arabi
title	Perceived influence of opposition political campaign materials on voters
title_short	Perceived influence of opposition political campaign materials on voters
title_full	Perceived influence of opposition political campaign materials on voters
title_fullStr	Perceived influence of opposition political campaign materials on voters
title_full_unstemmed	Perceived influence of opposition political campaign materials on voters
title_sort	perceived influence of opposition political campaign materials on voters
publisher	EDP Sciences
publishDate	2017
url	http://irep.iium.edu.my/55627/ http://irep.iium.edu.my/55627/ http://irep.iium.edu.my/55627/ http://irep.iium.edu.my/55627/2/55627.pdf
first_indexed	2023-09-18T21:18:36Z
last_indexed	2023-09-18T21:18:36Z
_version_	1777411729634885632

Perceived influence of opposition political campaign materials on voters

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